TikTok is a popular short-form video app that allows users to create, share, and discover 15 to 60 second videos. Since launching in 2016, it has grown to over 1 billion monthly active users worldwide.
One of TikTok’s core features was the Explore page, which served as a hub for content discovery. This page provided a feed of trending videos and hashtags, recommended accounts to follow, and an easy way for users to find new creators and content based on their interests. For many users, browsing the Explore page was a daily ritual and core part of the TikTok experience.
When the Explore Page Disappeared
The removal of TikTok’s Explore page happened gradually in late April and early May 2022. Users first started noticing the disappearance of the Explore page, which was housed in the Discover tab, in May 2022 (Elite Daily). That was around the same time TikTok rolled out its new Discover page to replace the Explore page.
According to reports, TikTok began testing the removal of the Explore page with small groups of users in late April 2022 (Distractify). The test expanded to more users in early May, before TikTok ultimately decided to remove the Explore page for all users that month.
So the disappearance of the Explore page happened gradually over a few weeks in late April and early May 2022, as TikTok tested removing the page with some users before rolling it out more widely.
User Reactions
Many TikTok users expressed confusion and frustration when the Explore page first disappeared in early 2021. Some users took to Reddit to ask if anyone knew what happened to the Explore page or when it would return.
In a Reddit thread titled “Random TikTok bots keep following me,” one user complained that with no Explore page, “I periodically go through my followers and delete some if I don’t follow them back.” [1] This indicates the user was frustrated by an influx of bot followers after losing the ability to discover new content and creators through the Explore page.
Other users posted on TikTok asking “Did TikTok remove the explore page or is my app just glitching?” and “Am I the only one that doesn’t have the explore page anymore?” The confusion was widespread.
TikTok’s Explanation
In an official statement, TikTok said the Explore page was removed as part of a test to improve the user experience. “We’re always thinking about new ways to bring value to our community and enrich the TikTok experience,” a TikTok spokesperson said.
According to TechCrunch, TikTok confirmed it is testing a new discovery-focused experience to replace the Friends tab, similar to Instagram’s Explore page. The goal is to make it easier for users to discover new content and creators that they may be interested in.
TikTok regularly runs tests with small groups of users to get feedback and understand how to improve features. The removal of the Explore tab is one such test focused on enhancing content discovery and recommendations.
While TikTok has not provided details on when or if the Explore tab will return, the company emphasized its commitment to listening to user feedback and iterating features to best serve the community.
The New Discover Page
In an update on August 2nd, 2022, TikTok discontinued the Explore page in favor of a new Discover page. According to TikTok’s help center, the Discover page allows users to search for specific content or explore trending hashtags and sounds.
The layout of the new Discover page features a search bar at the top to look up videos, people, hashtags, or sounds. Below the search bar are rows of categorized content like “Trending Hashtags”, “Popular Creators”, and “Recommended Sounds” to scroll through. There is also a sidebar on the left with filters to narrow down searches by category.
Overall, the interface provides an organized way to browse popular and recommended content on TikTok based on current trends and individual user interests.
Purpose of the Change
TikTok decided to remove the Explore page and replace it with the new Discover tab for a few key reasons:
One major reason was to simplify the user experience and make discovery easier. The Explore page could be overwhelming with the huge amount of content. The new Discover tab aims to provide a more curated experience that better surfaces trending content and recommended videos.
Additionally, TikTok wanted to put more emphasis on the “For You” feed which uses TikTok’s recommendation algorithm to personalize content for each user. The Discover tab complements this by offering additional ways to find videos, while still keeping “For You” as the main source of entertainment.
There were also likely monetization motivations behind the change. The new Discover tab allows TikTok to feature advertisers and sell sponsored placements. This offers more advertising real estate compared to the Explore page.
Overall, the goal was to optimize the app for discovery, entertainment, and revenue. While the change was jarring for some users initially, the Discover tab aims to enhance the core TikTok experience.
Impact on Content Discovery
The removal of the Explore page significantly changed how users discover new content on TikTok. Previously, the Explore page served as a hub for finding trending content, effects, sounds, hashtags, and creators outside of a user’s established network. Without this dedicated discovery page, users have less exposure to viral trends and niche communities forming across the massive TikTok platform (Source).
Now, TikTok primarily surfaces recommended content on the For You feed based on sophisticated AI that analyzes user data and activity. This tailored feed shows users more of what they already like versus introducing them to new topics and creators. While great for engagement, it reduces opportunities for serendipitous discovery (Source). Some users complain their For You feeds have become repetitive and stale without the Explore page’s vibrant mix of trending and timely content.
TikTok is still experimenting with discovery solutions, like the new and short-lived Friends tab. But currently, users have to be more intentional, proactively searching hashtags and sounds, to find fresh content outside their comfort zones. The removal of Explore dealt a blow to organic community growth and cross-pollination on the platform.
Impact on Creators
The disappearance of the Explore page has significantly impacted creators’ ability to reach new audiences and gain followers. Without an easy way for users to discover new content and creators organically, many creators have seen a drop in views and engagement.
According to Effect House, if a creator’s effects are removed or deactivated, they will stop gaining new video publishes which means they stop collecting rewards (https://effecthouse.tiktok.com/learn/guides/general/faq-effect-creator-rewards). The Explore page allowed users to discover new effects, but now creators have to rely more heavily on promotion outside of TikTok.
Creators can no longer depend on the algorithm to push their content out to new users. Without the Explore page, they have to work much harder to expand their reach through collaborations, hashtag challenges, live streams, and promoting their account on other platforms.
Looking Ahead
The changes to the Explore page and introduction of the Discover page signal potential future shifts in how users discover content on TikTok. While the Explore page previously relied heavily on algorithmic recommendations, the new Discover page places more emphasis on user-curated content buckets to aid discovery (TikTok, 2022). This shift hands more control to creators and communities to customize what content they feature and make discoverable by others.
Some speculate this change foreshadows further developments, with TikTok moving towards more user-driven discovery mechanisms like hashtags and playlists, reducing reliance on its recommendation algorithm (Wertz, 2023). This could allow more organic, community-led discovery, but may require users to be more proactive in finding new content.
It remains to be seen how impactful these changes are long-term, and whether they spark further innovation in how users discover captivating content on TikTok’s platform.
Conclusion
In summary, the disappearance of the Explore page on TikTok in late 2022 came as a surprise to many users. While jarring at first, TikTok’s introduction of the new Discover page aims to provide an improved and more personalized experience for finding new content and creators to follow. The change poses some challenges for smaller creators who relied on the Explore page for discovery, but also provides opportunities to leverage the new algorithms and recommendations. As users and creators continue to adapt, the long-term impacts on content discovery remain to be seen. Overall, TikTok’s willingness to make major changes shows their focus on evolving the platform and experience. Only time will tell whether the Discover page fulfills its purpose or if further iterations are required.
In conclusion, the removal of the Explore page marked a notable shift in how TikTok structures content discovery. While disruptive in the short-term, the change aims to enhance the user experience. Going forward, creators may need to adjust their strategies, while users will need to familiarize themselves with new ways to find engaging content. TikTok’s vision continues to rapidly transform, keeping the community on its toes.
